Although it's quite common in some parts of the world, the concept of a self-serve laundromat hasn't quite caught on in popularity in places like Brazil. Laundry isn't one of the most glamorous services to advertise, but the reality is that everybody needs to wash their clothes. In order to entice people inside the doors of LaundroMat, the Dim&Canzian agency helped the laundromat create shirts that were begging to be washed.
The shirts weren't dirty, but their silkscreen prints were created with food stains that are notoriously unwanted on clothing. The shirts were created with ketchup, mustard, soy sauce and chocolate milk and then shipped off to people, challenging them to see how the printed designs would hold up after a wash in one of LaundroMat's machines.